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Another possible move Twitter could make would be to partner with influencers, who are becoming an increasingly important part of the mobile social marketing landscape.

“The return of co-founder Jack Dorsey, who knows the product and perhaps the best direction forward, has yielded some interesting propositions for ad agencies looking to spend money,” said Ken Wisnefski, founder and CEO of Webimax. “Mr. Dorsey has hinted at expanding Twitter’s character limit to 10,000 characters.

“This is a big deal because Twitter ads have not proven effective thus far at providing a positive ROI for brands in general,” he said.

Twitter needs to make some significant changes if it is to start doing a better job of attracting advertising dollars.

“As agencies have figured out Adwords and gotten more optimized on that platform, Adwords itself has gotten more expensive,” Mr. Wisnefski said. “A percentage of ad budgets have begun to shift over to other platforms like Facebook, Instagram, Pinterest and even Bing which have all proven effective and reasonable for the time being. Twitter has not seen any of this shift.

“From the agency perspective we’re not inclined to spend a whole lot of money on Twitter Ads because their ads are such a quick hit scenario that brands simply don’t have the ability to either engage users or stick in people’s minds given the format,” he said.

“We do a lot of work on Twitter for brands that want their social media messaging managed, but Twitter does not see a dime of that. A 10,000 character limit could change that.”

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